In January last year, Geely joined hands with Foxconn and Tencent to establish a joint venture to accelerate industrial and technological transformation and upgrading. Nowadays, the new pattern of Geely Automobile has gradually taken shape.
Geely Automobile: Product transition to China Star
On February 10, Geely Automobile's January 2022 sales data showed that the monthly sales volume was 146,380 units, down 6.36% year-on-year, and 8.87% of the annual sales target of 1.65 million units. Among them, Geely Automobile (including geometry) sold 122,833 units; Geely Automobile sold 112604 units and Geometric Automobile sold 10,229 units.
According to the data report of Geely Automobile this year, it is mainly divided into 6 major parts: Geely Automobile, Lynk & Co Automobile, Extreme Krypton Automobile, Ruilan Automobile, New Energy Vehicles, and Overseas Exports. In addition to the newly added Krypton and Ruilan, new energy vehicles are more clear, and the sales volume of geometric brands should pave the way for the "Intelligent Geely 2025" strategy.
Geely Automobile Holdings' sales fell slightly in the first month, mainly due to the Spring Festival holiday. The Spring Festival of 2021 is in the middle of February, January is a complete sales cycle, this year's Spring Festival has been advanced, shortening the sales time, and it is expected that the sales situation of various brands will pick up in February.
In January, Geely Automobile Group's sedan sales were 59,159 units, down 2.74% year-on-year, and SUVs were 85,598 units, down 8.77% year-on-year. It can be seen that SUVs are the main source of sales of Geely Automobile, but this time did not announce the sales of Emgrand and Boyue. Instead, it takes the Chinese star product as the protagonist. Among them, China Star sold 25,077 vehicles in January, bringing a breakthrough to Geely's products to high-end price points, high-end values and high-end images.
Among them, The Star Etsu L sold 11,492 vehicles this month, with a total sales volume of nearly 65,000 units in the first half of the year. 12,109 units sold by Xingrui this month, down 14.48% year-on-year, but still maintained a steady trend of monthly sales of over 10,000. It can be seen that Geely Automobile in the traditional sense is realizing product replacement, from the "Emgrand family + Bo series" of the car + SUV pattern, to a Chinese star with higher value and better image.
At present, the Chinese star series covers Xingyue L, Xingrui, Xingyue S, as well as Xingyue L Thor Hi · X oil-electric hybrid version has built a product layout where cars + SUVs, fuel + new energy, performance + energy saving coexist, which will also be the main force for Geely Automobile to achieve the "Intelligent Manufacturing Geely 2025" strategy.
New energy: pure electricity + power exchange pattern molding
Compared with the new car-making forces, Geely Automobile's focus in the field of new energy in the early days was somewhat deviated, and it began to enter the right track after decisive adjustment in the past two years. In the field of new energy models, a situation of including Geely, Extreme Krypton, Geometry and Ruilan has been formed, and the four major brands have been replaced by electricity and pure electricity, and the total sales volume in 2021 has crossed the 100,000 mark.
Geely New Energy Vehicles sold 17,928 units in January, of which pure electric models increased by about 641% year-on-year, a record high; geometric brand sales of 10,229 units, a new generation of power replacement travel potential energy - Ruilan Automobile, January sales of 1,683 vehicles, creating a new pattern of power replacement in the new energy era.
Ruilan Automobile is a joint venture company jointly invested 600 million yuan between Geely Automobile and Lifan Technology, with the qualification of independent production and sales of new cars, has its own complete research and development, production, supply and sales system, and will be committed to the promotion of power exchange models at the B and C ends. Lifan Technology sold 1,902 vehicles this month, but included models produced by Zhejiang Geely Automobile Co., Ltd. and sold to the outside world by the company.
That is to say, the performance of Lifan Technology Company is not fully included in Geely's umbrella, and Geely Automobile sales only include part of Lifan Technology's sales. After that, whether Lifan Technology will be fully incorporated, there is no accurate information.
In addition, it is worth noting that the sales of geometric brands exceed 10,000, not only the sales of separate brands, but also the sales volume has also made a big breakthrough. The initial brand positioning of Geometric Automobile was not clear, its products were priced at high prices and mainly attacked the B-end market, so it lacked competitiveness in the personal consumption market.
Geely Automobile's "Intelligent Manufacturing Geely 2025" strategy has given the geometric brand a new mission, Geely Automobile Group CEO Gan Jiayue said that "the geometric brand will focus on the popular electric vehicle market, focus on creating high-grade products and price ratio products, and form a differentiated synergy with the extreme Kr high-end brand, and fully exert its strength in China's electric vehicle market." ”
According to the next step of the geometric brand's planning, it will make efforts to the A00-class small electric vehicle market, and it is expected that new energy vehicles will exceed 10,000 monthly sales in the short term. In just 6 months, the geometry brand has achieved a monthly sales of more than 10,000, and with the further enrichment of products, the sales volume of the geometry brand will be expected.
In January last year, the ZERO concept was still promoted as the first intelligent electric vehicle of Lynk & Co, and became the first model of Extreme Krypton Automobile in just two months. The Extreme Kr brand delivered 2530 vehicles in January, 9537 vehicles in four months, and delivered more than 3,000 in two consecutive months, and the official said that the delivery in 110 days has exceeded 10,000.
Geometric car + Ruilan automobile + extreme krypton brand, the troika contains pure electricity + power exchange two major product sequences, Geely Automobile in the electrification market pattern will gradually become clear. In the new situation of intelligence and electrification, how to tell the story of science and technology is crucial, Geely has begun to get involved in mobile phone research and development and manufacturing, enriching the connotation of science and technology.
Lynk & Co: Export pioneer overseas
Lynk & Co is synonymous with Geely Automobile's high-end series and the main carrier for exports overseas. In January, Lynk & Co sold 18,334 units, down 28.1% year-on-year, which is obviously not a sales start. In terms of overseas markets, Geely's export volume in January achieved a good start, up 38.5% y/y to 13,890 units. As for whether Geely's overseas exports are all Lynk & Co models, there is no detailed information. Lynk & Co has continued to deepen the "European Plan" and the "Asia-Pacific Plan", and has achieved the normalization of exports to Europe and the Asia-Pacific region.
Compared with the Great Wall WEY, the performance of Lynk & Co is already gratifying. However, because the owner complained that Lynk & Co 01 Steel was inconsistent with the official website, it was complained by the owner. In response to this incident, Lynk & Co officially replied that "the body structure of the new Lynk & Co 01 is completely the same as that of the same model, and will not be distinguished by different sales countries", and apologized for the doubts caused to the owner by this matter.
As an independent brand of high-end products, we cannot ignore the pursuit and innovation of product quality, especially not to "fool" consumers. With the formation of the new pattern of Geely Automobile, it will stride towards the "Intelligent Manufacturing Geely 2025" strategy.